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Guerilla marketing as a new trend in marketing communication
Baraniaková, Júlia ; Skokanová, Dagmar (advisor) ; Podobová, Katarína (referee)
The goal of the bachelor thesis is to theoretically define guerrilla marketing as one of the new trends in marketing communication and to point out its advantages and disadvantages compared to traditional marketing communication. Moreover, the aim is to show its practical use on a company active on the Czech market (Nike CR) by individually interviewing its current marketing manager for CR and SR who explains the company's strategy in the field of guerilla marketing. Finally, the goal is to examine the brand awareness and attitude to company's guerilla activities among university students via a short questionnaire. The stated methods of research confirmed guerilla marketing as a popular trend often used by companies within their integrated communication strategy among other traditional and modern forms of communication.
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New trends in Internet marketing
Diblíková, Kateřina ; Štědroň, Bohumír (advisor) ; Stříteský, Václav (referee)
Diploma thesis deals with a role of the new medium -- the Internet. The thesis describes historical development of the Internet wordwide, in the Czech republic and analyzes the situation of Internet users in current czech enviroment. It shows a potential growth of global Internet users until the year 2030. A special attention is applied on the current trends of Internet marketing including e-mail marketing, SEM, banners, blogs and viral marketing. The aim of the diploma thesis is to uncover new trends in on-line marketing -- mobile and video marketing, social networks, location based marketing, virtual worlds, discount portals and others. This theoretical data are used in the case study recommanding appropriate usage of Internet marketing tools for REAL HAPPY HOME, Ltd.
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New trends in marketing
Bučová, Zuzana ; Koudelka, Jan (advisor) ; Bellmanová, Ingrid (referee)
Master Thesis in her theoretical part contains a brief indication of the development of marketing, completed by factors which influenced the current marketing the most. Subsequently, the work offers a comprehensive overview of modern trends, together with the positives, but barriers as well. The practical part is devoted to an analysis of one of the trends, guerilla marketing. This analysis is based on a comparison of three Czech guerilla campaigns in order to evaluate their effectiveness, in order to find out why guerilla campaign in the Czech Republic are not used very often, as in other countries and consumers attitude to these non-traditional campaigns. The analysis consists of qualitative research in the form of focus group, in the form of a quantitative questionnaire and supplemented by interviews with professionals. In conclusion there is a summary of results based on different methods.
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New trends in Internet marketing
Halířová, Jana ; Štědroň, Bohumír (advisor) ; Kozler, Miloslav (referee)
The thesis is analyzing potential of the Internet as the marketing instrument. This thesis is trying to show segments of active users of the Internet and the rising tendency of their number. Further in thesis actual instruments of the Internet marketing are analyzed and on the base of research of well-known marketing specialist L. Chase trends are deduced. These trends should be relevant in the Internet marketing very soon. At the end of the thesis is acquired knowledge applied on the Internet activities of the EUROLINES Česká republika, spol. s r.o.
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The analysis of new trends in marketing communication
Černá, Veronika ; Černá, Jitka (advisor) ; David, Tomáš (referee)
In the world of marketing there have been a lot of changes.The traditional principles are not that effective as before. Segmentation, targeting and positionig are still important in marketing strategy, but it is necessary to think about their effects. That is why I cleared up their pross and cons in order to traditional concept of marketing. My aim is to point on the synergetic effect which appears by linking new trends in marketing communication and traditional marketing. I am trying to prove that there is place for murketing, crowdsourcing and Word of Mouth in Czech market and using them would be effective.
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New trends in marketing communication
Nguyen, Thuy Linh ; Pešek, Ondřej (advisor) ; Zamazalová, Marcela (referee)
In today's business environment of sharp competition it is very difficult to gain favour of customers, as their needs are more difficult to satisfy as time progresses. This situation creates incentives for more efficient use of traditional as well as new communication media for establishing contacts with customers. The aim of this thesis is to analyze some of the current trends in area of marketing communication, elaborate on the grounds these trends are based upon, the reasons for their development and their weaknesses and strengths. A more detailed analysis will be dedicated to mobile marketing, which is one of the new, dynamically developing trends that has recently been showing increased popularity.
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New trends in commercial communications, with focus on on-line communications
Maršálková, Hana ; Postler, Milan (advisor) ; Hrnčíriková, Katarína (referee)
This bachelor thesis describes the actual situation and development trends in a field of commercial communications, especially in on-line communication. Author characterizes the actual situation on promotional market and describes also the development trends in media consumption and investment. Then there is a space for the new media and their forms, especially for internet, which is becoming an integrating medium for the other media. In a practical section the thesis analyses a chosen on-line communication campaign, on the basis of which it provides collection of generalized practical reccomendation, which every successfull on-line communication campaign should respect.
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Komunikační strategie hudební skupiny
Smolíková, Veronika ; Kašparová, Eva (advisor) ; Lorencová, Hana (referee)
DP popisuje komunikační strategii, základní prvky komunikačního mixu, nové trendy marketingové komunikace a nový pojem integrované komunikační strategie. Praktická část je aplikací poznatků do praxe, kdy je vytvořen optimální komunikační mix pro poloprofesionální hudební skupinu The BlueMoon hrající revival 60. let.
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Modern trends in commercial communication with customers
Smejkalová, Zuzana ; Mikeš, Jiří (advisor) ; Frey, Petr (referee)
Práce vychází z historie vývoje oboru komerčních komunikací. Popisuje východiska pro moderní trendy v oslovení zákazníků, jako je situace na trhu zboží a služeb, spotřební trendy a změny na mediálním trhu. Věnuje se otázce přesycení klasickou reklamou a alternativním způsobům oslovení zákazníků. Konkrétně jsou charakterizovány následující formy oslovení: virální reklama, interaktivní webové stránky a video na webu, sociální sítě a blogy v komerční komunikaci, reklama v počítačových hrách a virtuálních světech, mobilní reklama, interaktivní venkovní média, digitální televize, engagement marketing, product placement, guerilla marketing a ambientní média a digitální média v místě prodeje. Pozornost je věnována i trendu k větší sociální odpovědnosti firem. V závěru je formulován stručný odhad vývoje v reklamním průmyslu v následujících letech.
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